We hear about it all the time – how there is a childhood obesity crisis in the US. Part of the blame for this comes from an unexpected source: commercial advertising. Food and beverage companies spend about US$2 billion a year on advertising and product promotion targeted at young consumers, according to the US’s Federal Trade Commission.
One media company has decided to try to turn the tide on childhood obesity. Disney, one of the most recognized brands in the world, will be implementing changes in the types of advertising it allows on programming aimed at children and their families. Disney is in fact the largest media company in America undertaking this change.
Under Disney’s new standards, all food and beverage products advertised, sponsored, or promoted on Disney Channel, Disney XD, Disney Junior, Radio Disney, and Disney-owned online destinations oriented to families with younger children will be required by 2015 to meet Disney’s nutrition guidelines. The nutrition guidelines are aligned to US federal standards, promote fruit and vegetable consumption, and call for limiting calories and reducing saturated fat, sodium (salt), and sugar.
This new plan follows on from a plan Disney started back in 2006, when it began offering more nutritious foods at their theme parks, resorts and restaurants. These better balanced, healthier food options automatically include nutritious sides and beverages such as carrots and low-fat milk, unless parents opt out. Of the more than 12 million kids’ meals served last year at Disney Parks and Resorts in the US, parents stuck with the healthier options 6 out of 10 times.
To help make the idea of healthier food more appealing to children and to tie it in with Disney’s major icon, the company plans to introduce the “Mickey Check” tool, an icon that calls out nutritious food and menu items sold in stores, online, and at restaurants and food venues. By the end of 2012 the “Mickey Check” will appear on licensed foods products, on qualified recipes on Disney.com and Family.com, and on menus and select products at Disney’s parks and resorts.
A director of Yale University's Rudd Center for Food Policy and Obesity said that, "This is a significant advance by Disney. With their reach and credibility, the tight nutrition standards they have set for specially designated foods will touch millions of children."
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